CASE 01 - MYSTIC MONK COFFEE

Topics: Carmelites, Monk, Monastery Pages: 3 (742 words) Published: September 29, 2013
1. Has Father Daniel Mary established a future direction for the Carmelite Monks of Wyoming? What is his vision for the monastery? What is his vision for Mystic Monk Coffee? What is the mission of the Carmelite Monks of Wyoming?

Yes, Father Daniel Mary was able to establish a future direction for the Carmelite Monks of Wyoming. His vision was to create a “New Mount Carmel” by transform a small brotherhood of 13 monks living in a small home into a 500-acre monastery by purchasing the Irma ranch since it was perfect for the expansion he had intended. His vision for the Mystic monk coffee was that it would provide the funds required in the expansion, It is also a means for the secular world to support the cause. Finally Father Prior wishes that there eventually be a good 30 middle aged monks that would join the brotherhood.

2. Does it appear that Father Daniel Mary has set definite objectives and performance targets for achieving his vision?

Yes. One clear example is when he realized that instead of dwelling on the lost production caused by monastic constraints, he will instead maximize the potential of monastic opportunities. Father Daniel also studied the market of coffee drinkers in the US, their habits and preferences when it comes to coffee. Through donations and his Mystic Monk Coffee business, purchasing the Irma Lake Ranch would be attained in due time. Although he was not definite with the deadline as to when he plans to purchase the said ranch.

3. What is Father Prior’s strategy for achieving his vision? What competitive advantage might Mystic Monk Coffee strategy produce?

He intends to expand the operations of MYSTIC MONK COFFEE not only by leveraging on wholesale with coffee shops etc. and affiliate programs for advertising. But also by physically increasing the capacity for production of coffee beans by investing in new plant equipment more specifically a bigger roster, in order to fulfill the rising demand of their coffee.

4. Is...
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